After 2019, ministers will enter a blood renewal period, which is called job rotation internally. The core essence is: employment strategy serves the company's strategy.

JD.com went public in 2014. B2C is the foundation of the company, so the HE Tuber general manager naturally holds a high position of authority. At that time, JD.com was also having the best luck, and was once ranked as BATJ. Liu Qiangdong’s goal is to hit a market value of 100 billion.

At that time, there was no Pinduoduo, and there was no craze for live streaming to bring goods. The important dimension for an e-commerce platform to be measured in the market was to invade all the scenarios where users purchase as much as possible. 

JD.com has taken two measures to achieve this goal. One is to learn from Tencent’s small-proportion investment ecological strategy. At that time, JD.com was also an important core member company of Tencent. The second is to expand its e-commerce territory to cover all categories. This is Responsibilities of Ministers.

For example, in the attack on fresh food, Wang Xiaosong was sent from 3C to fresh food. Even after three years of epidemic user habits, fresh food is still a difficult nut to crack for e-commerce.

Old people doing new things is a common strategy of big companies. They need to prove themselves again. When Wang Xiaosong came to JD.com in Beijing from Shenzhen Wal-Mart, he stayed at a relative's house. Sometimes he would sleep directly at the company after working too late. The company held its annual meeting, with 70 or 80 tables of employees, and Liu Qiangdong toasted one by one. Wang Xiaosong, who was present, was excited. He looked at Liu Qiangdong, who looked like Qiao Feng in Tian Long Ba Bu, so heroic.

 

After being transferred to the fresh food department, Wang Xiaosong built 7Fresh from 0 to 1, and also fell into the pit of fresh food e-commerce. At that time, he also said that he would continue to work in the field of fresh food. In fact, he stayed in this position for less than 4 years.

For another example, JD.com is trying to expand its territory through clothing battles and influence the e-commerce landscape. And the internal tone at that time was that clothing was JD.com’s last battle. This is also based on category expansion thinking.

Although there was a background of being sniped by Ali, the main theme of the era at that time was consumption upgrade. Liu Qiangdong’s own judgment at the time was that JD.com would become a platform for the middle class to purchase all categories. No matter from the perspective of repurchase, category expansion, or female users, clothing cannot be skipped.

Liu Qiangdong left the show in person and flew around the world to meet various brands. 

Because of her background in the fashion industry, Ding Xia took over from Xin Lijun and became the head of the fashion home business department. Later, this business unit was managed by Hu Shengli and Feng Yi, and it also swung between self-operated and POP models. It achieved results on a small scale, but none of the ministers could really open up Jingdong Apparel's situation during their tenure.

Even before Alibaba was punished by anti-monopoly, the brand used short video ads to place small yellow cars on Douyin to close the deal. Zhang Yiming had essentially solved the problem of choosing between two that once troubled Ma Huateng and Liu Qiangdong.

The category war did not help Liu Qiangdong achieve his goals. It was not until Xu Lei came to power that he refined JD.com's core capabilities, adjusted the front, middle and back office organizations, and strengthened the positioning of the supply chain. Finally, 

in mid-2020, JD.com's market value exceeded US$100 billion.

But this state did not last long. Pinduoduo's long-term advancement and the rise of live streaming e-commerce soon became a new destination for users to place orders, and it was unstoppable.

 Based on this background, Liu Qiangdong’s goals have also changed.

Caixin reported that at the end of the June 18th War in 2023, Liu Qiangdong spoke personally at a meeting of 2,000 middle and senior executives of JD.com, and he was very detailed. Normally at such a meeting, he would talk about the general trend and strategy. The core idea of ​​this meeting is to maintain growth, and the essence is to stabilize the share and scale of e-commerce.